So recently in my newsletter, Business Basics, I wrote about viewing Gary Vaynerchuk’s recent presentation at RE/Max Annual Convention 2011 based on his book, The Thank You Economy. If you haven’t read it. It’s about how to build loyalty with your customers by going the extra mile for them so they love you, buy from you, stay with you and spread your good name. At least, that’s what I got from it.
Well, I recently got a real live example of a company going a little extra for me. The grocery store I frequent in my area is Stop & Shop. I’m always coming across new recipes and rushing off to buy the ingredients. I’m there so much I know most of the cashiers by name and they know me.
This past weekend I got a brochure in the mail and it was addressed to the Simpson Household. And when I opened it, I was drawn to the coupons and noticed they were for products I’d actually buy. They used the rewards card I swipe almost daily to send me coupons I’d like. Yay! There was also this text on top. “Simpson family, here are some offers we thought you might like!” And, I really do! I would have loved it more if they had used my first name. (That’s an idea for you Stop & Shop.)
Like you, I have rewards cards from many companies I frequent, and they send me coupons but it’s never for anything I’m remotely interested in. So the fliers get a glance while they are falling into the recycling bin.
So what does this have to do with you and your business?
Your assignment for this week
Brainstorm some ways you can make your current clients always feel special. And, if you happen to not have clients yet, how can you help those who have questions about what you know so well?
Gary wrote in his book that he built his online presence by answering questions people had about wine on Twitter, without any expectation or promoting his company. He gave.
What could you do that’s similar to give and demonstrate that you know what the heck you are talking about?